Creating a Persona-Led Experience to Drive a Next Generation Offering
Scope of work:
Command Alkon is one of the world’s most formidable supply chain software suppliers for the heavy building materials industry. With a 20+ year history, Command Alkon product solutions had grown organically. As a result the user was getting lost under a complicated and dated website that couldn’t scale.
Key User Insight
From user research and analytical data, we identified that the user had a dated perception of the brand and its product offerings. In addition, they felt the brand did not understand their needs.
We began by creating an enterprise UX approach that showcased a scalable ecosystem of products at an enterprise, business line, and individual product level. We designed user journeys through four key heavy buildings material industry personas which were used in the main navigation, page structure, and homepage selection panel. Customized messaging, white papers, lead generation offers, and calls to action completed the user centric journey. We didn’t want to clog the digital experience down with complex dry language and technical jargon. We created bite-sized snackable content blocks that gave simple and impactful information in an engaging human way. This was accompanied with modern design language like white space, human focused imagery, and brand specific vignettes.